Changes to Safari privacy settings dampen Criteo's revenues
In 2017, the French retargeting company Criteo admitted that Apple's Intelligent Tracking Prrevention - changed default settings that prevent ad networks and other technology companies from tracking users - would cut its revenues by 8% to 10%. Although Safari had blocked such third-party cookies previously, the updated settings would actively delete some publishers' cookies after 30 days. In a filing with the SEC, Criteo claimed to have found a "solution" that would approximately halve the potential impact that relied on a "non-cookie identifier" that would bypass Apple's protocols. In 2018, follow-up reports indicated that Criteo had lost half its market value between October 2017, when the settings changed, and February 2018. In November 2017, Criteo raised its projected worst-case revenue losses to 22%.
tags: Criteo, SEC, advertising, cookies, Safari, Apple, tracking
Writer: Wendy Davis; James Hercher; Kelly Liyakasa
Publication: MediaPost; AdExchanger